买帐篷的中产们，换上了「羊毛衫」

Core Insights - The article highlights the evolving landscape of the sports and outdoor industry, particularly through the lens of the ISPO Beijing 2026 exhibition, which serves as a reflection of market and industry changes over the past year [5][34]. Group 1: Wool and Outdoor Apparel - Merino wool has emerged as a key player in the sports apparel market, with a reported 58% year-on-year increase in GMV for wool sports clothing by July 2025 [8]. - The presentation of wool at the exhibition has shifted from traditional fabric displays to comprehensive solutions tailored to specific sports scenarios, indicating a transformation in how brands and supply chains approach product offerings [10][11]. - The rise in exhibitors focusing on merino wool corresponds with the accelerated penetration of natural fibers in outdoor sports and the maturation of manufacturing processes, allowing more upstream and processing entities to participate in the outdoor supply chain [11][13]. Group 2: Trail Running Industry - Trail running has entered a more stable phase, with an expanding participant base and a developing event system, making it easier to measure equipment updates and long-term repurchase rates [16]. - The exhibition showcased a broader range of products beyond footwear and apparel, including nutrition brands, outdoor electronics, and training solutions, reflecting a more integrated industry narrative [18][20]. - The presence of local destinations at the exhibition indicates that trail running is evolving from a brand-centric competition to a collaborative development involving local events and tourism [20]. Group 3: Women's Participation in Sports - The increasing participation of women in outdoor sports has become a significant highlight, with brands responding by offering more specialized and segmented products to meet diverse consumer needs [22][26]. - Brands like VECTOR have tailored their product lines to cater to different styles and functionalities, addressing the specific preferences of female consumers [23]. - The focus on professional performance over aesthetics in women's outdoor gear reflects the maturation of the female sports consumer market, which now demands equipment that meets genuine athletic needs [26][28]. Group 4: Camping Industry Trends - The camping segment has seen a contraction in exhibition presence, transitioning from rapid growth to a more rational phase where brands focus on product structure adjustments and inventory management [30][31]. - The shift in camping expression towards services and experiences indicates a broader lifestyle integration, moving away from solely equipment-driven consumption [32]. - This contraction does not signify a decline but rather a maturation of the camping industry, emphasizing efficiency and repeat purchases as core objectives [33]. Group 5: Overall Industry Dynamics - The ISPO Beijing 2026 exhibition illustrates the intersection and evolution of multiple sports lifestyle paths, showcasing how various segments influence each other within the same industry environment [34][35]. - The role of ISPO has evolved into a platform for the entire industry chain, allowing different segments to present their positions, capabilities, and development rhythms clearly [35].